Sixty-eight percent of millennials trust online reviews, compared to just 34 percent that trust TV advertising. Consumers who view user-generated content tend to convert into customers at a higher rate, too—133 percent—than those who don’t check out what consumers are saying.
However, the online tactic comes with many questions. Can consumers really trust those reviews? For brand managers, how do you deal with a bad online review? How many reviews should you have?